Managing Customer Satisfaction of Residential Real Estate Consumers in Terms of Business Adaptation to the New Economic Reality

The dependence of the competitive development of the regional economy and the possibility of effective implementation of large-scale innovative transformations in their sectoral spheres on the level of provision of the labor resource with comfortable and well-maintained housing that meets modern requirements for a wide range of different indicators is indicated. The necessity of developing the residential real estate market and the housing sector within individual territories in the vector of increasing the demanded quality of residential facilities under construction is argued. The quality of residential real estate objects becomes the criterion that allows you to measure tasks for innovative changes of various nature in different components of the functioning and development of society with the possibility of their successful solution by the efforts of the labor resource, as well as by increasing the professional and creative activity of its human-centered link. The purpose of the study is to develop and test a methodological approach to assessing and managing customer satisfaction with residential real estate in the context of marketing and behavioral adaptation of business to the requirements of innovative changes in the interests of strengthening the competitiveness of the regional economy. The achievement of this goal can be achieved by creating marketing and communication fields balanced in terms of resources and motivations by various subjects of market relations focused on partnership in solving the problems of meeting the needs of their workforce in high-quality housing that meets the requirements of the new economic reality reflecting the various boundaries of the VUGA era. The regional aspect of solving the problem of providing residential real estate for the labor resource in the Krasnodar Territory is considered. Some significant issues of the development of the housing market and related spheres of activity are outlined in the framework of solving priority tasks of innovative renewal of sectoral spheres of activity and the country's acquisition of technological and economic sovereignty. A methodological approach to managing customer satisfaction of residential real estate consumers is proposed and analyzed, taking into account the mutual influence of various factors that determine the marketing and behavioral adaptability of business to the requirements of society in terms of building the potential of competitiveness of the regional economy.